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Designing Bain's international passport to status

The recent trend in global whiskies has been to launch high-end limited releases in Duty Free that do a badge job for the brand. The world's first and multi-awarded grain whisky follows suit with an extraordinary 15 Year Old. To set the offering apart, partner packaging agency Just Design created a concept that builds on the brand story, amplifies the brand assets and adds layers of premiumness to the visual identity.
Bain’s Cape Mountain Whisky began in 2009 and is the first of its kind, made from 100% sun-kissed South African grain. In packaging and flavour notes, it takes some cues from the category in order to win credibility whilst breaking some conventions and retaining a sense of uniqueness.

Designing Bain's international passport to status

The design for the new 15 Year Old Founder’s Collection honours two incredible innovators integrally connected with the brand: engineer and roadbuilder, AG Bain, who built the incredible pass above the distillery; and maverick master distiller, A Watts, who conceived and created this incredible 100% grain whisky. The label takes its cue from the core variant, embellished with beautiful finishes, and a gift box was added with a visual depiction of the iconic Bain’s Kloof Pass to complete the sense of storytelling and specialness.

The 15 Year Old is a true grain whisky that follows the distinctive Bain’s five-year process, before being further aged in American Oak barrels for an even more sophisticated palette and sublime smoothness. Launched in February 2019, it is available at R800 exclusively from Duty Free.

Designing Bain's international passport to status

About Bain’s Cape Mountain Whisky

Bain’s core offering is a five-year old. Double matured to maximise the extraction of flavour. Lying for three years in casks previously used once for the maturation of bourbon before being revatted in a fresh set of casks for a further two years. Bain’s has won Best Single Grain World Whisky Award 2018 and is in the finals for 2019.

About Just Design

For 20 years, Just Design has proven time and again that good thinking leads to great creative. With a national footprint and accounts across Africa, Middle East and Europe, they are the strategic design partners for many blue-chip clients and global brands, and are one of the top packaging design agencies in South Africa.

6 May 2019 12:06